Man of Steel soars into local cinemas tomorrowFollowing an absence of almost 18 years, the Man of Steel comes back to Earth in the epic action-adventure movie "Superman Returns", a soaring new chapter in the saga of the beloved superhero.

"'Superman Returns' will generate the highest revenues to Warner Brothers (Thailand) this year, compared with the other blockbusters," said manager Henry Trans. "The superhero returns in this exciting adventure with great special effects."

Trans said "Superman Returns", starring Brandon Routh and Kevin Spacey, would screen in more than 400 cinemas throughout the Kingdom starting tomorrow.

The film took 10 years to make from its conception, and three different directors were involved before the project finally got off the ground.

The final choice for director was Bryan Singer, who also made 1995's "The Usual Suspects".

Almost 80 per cent of the 281 Major Cineplex and EGV cinemas in 33 locations will screen the film.

Major Cineplex and Krungsri Bank will today announce that the 520-seat Krungsri Imax Theatre, newly opened in Siam Paragon, will soon start showing several Hollywood movies in 3D.

"Superman Returns" will be completely remastered for the Imax format, which is 10 times the regular 35mm frame size. This produces a sharper, more detailed picture on the giant Imax screen, in conjunction with a totally upgraded soundtrack on Imax's 12,000-watt sound system.

Trans said more than six major sponsors, including Mirinda, Nestle, Kellogg's breakfast products, One-2-Call and Siam Commercial Bank, had earmarked a marketing budget of Bt100 million.

"We'll spend almost Bt20 million on a campaign with Warner Brothers to sponsor the movie," said Pepsi-Cola (Thailand) marketing director Charlie Jitcharoongphorn.

He said the campaign would reinforce Mirinda's "Intense Taste, Intense Fun" campaign aimed at adults. Over the last three years, Mirinda has moved its target drinkers from under-18s to customers in their 20s.

Dhitivute Bulsook, marketing director for Serm Suk, the local bottler and distributor for Mirinda, said the campaign would offer consumers the chance to win a mobile phone.

He said the company would offer T-shirts carrying the "S" shield and Superman glasses.

"We expect Mirinda, which has a 22-per-cent share of the fizzy-drink market, to grow 7-8 per cent this year driven through Superman promotions. It will be higher than the overall fizzy-drinks market, which is expected to grow only 5-6 per cent this year," said Dhitivute.

In addition to Mirinda, Nestle has launched an "S"-themed ice-cream product, Kellogg's has introduced a Superman cardholder, and One-2-Call is offering a series of Superman cards and a text-message promotion offering free movie tickets.

Finally, Warner Brothers is introducing a line of fashion clothing at its clothing shops, hoping to cash in on the film that way.